Step #3: Design Your Advertisement
There are essentially four components to every Facebook Advertisement. They include:
URL – Your website address or where you want to drive traffic to. If you’re sending traffic to a promotion or sales page, then that page will be your URL. If you’re boosting traffic or awareness for your Facebook Fan Page then you’ll use that URL. You can also generate awareness for a Facebook Group, Game, Application or Event.
Ad Title/Headline – The purpose of your Facebook headline is to grab the attention of your target audience. In step two we mentioned that you can and should create a specific ad for each targeted audience.
We used the example of an ad for boys interested in soccer, another for those interested in football, and a third for those interested ice hockey.
Each headline will be written to that specific audience, so your headline for single women will appeal to them specifically. Your headline for married women will be different as will your headline for divorced women.
Like Google Advertisements, on Facebook your headline is limited to a number of characters. You have 25 characters, including spaces, to capture your audience’s attention.
Ad Body Copy – Your body copy is where you make your promise and/or highlight the benefits of your product or service and include a call to action. You have 90 characters to accomplish this goal. (Advertisements that use simple and active language generally receive the best results.)
An Image/Graphic – Facebook requires you to use an image or graphic for your advertisement. You’ll notice if you’re an active Facebook user, that some people use strange or shocking images that grab attention but are unrelated to their advertisements. Facebook recommends using an image that relates to your business and/or advertisement. The maximum image size is 110 pixels wide by 80 pixels tall.
How to Make Sure Your Ad is Remembered
You may have heard that it sometimes takes 5 to 10 times for a customer to walk through a store before they feel comfortable in buying something. The same holds true for online ads – especially social media-based ads. In addition to getting them to feel familiar with your business, you also need to make sure they remember you, your brand, your Facebook page – and your ad. Here’s how to do that:
• Make sure there is one single, incredibly clear focus: Your graphic and your headline must partner together to persuade your customer to take the action you want them to take.
• Make sure your brand is clearly presented. Be consistent with your colours, your logo your signature graphic.
• Pay attention to voice and tone. Talk like your audience.
Ask yourself, “Is my message clear? Does it engage emotions? Is there a built-in “reward”? Did the ad:
• Promise a prize?
• Offer a sample or coupon?
• Provoke irresistible curiosity?
• Make people feel happy?
• Bring pleasure and brighten their day?
• Touch emotions?